Coke Zero Mother’s Day Twitter Stunt Lets Forgetful Sons Off the Hook

Original social play ropes in 10 classically trained painters

Attention, forgetful sons: If you wake up this Sunday and realize you didn't get your mom anything for Mother's Day, don't panic. Coke Zero will be there for you.

In a promotion for the low-calorie soda led by agency Droga5, the brand's social media team will select the best excuses guys tweet using the hashtag #motherpieces beginning Sunday morning and running throughout the day. Those selected will be asked to supply a personal photo via the social media site. Ten classically trained painters will be on hand to create, in real time, a "motherpiece" depicting the participating consumer.

"The turnaround will be quick," Kevin Keith, group director of integrated marketing content for Coca-Cola North America, told Adweek. "I am not sure exactly how long it will take, but it will probably be around 10 minutes. We are not going to make them sit around and wait a long time."

In addition, each of those selected who direct-messages his home address—or his mom's—to the brand on Twitter will get a framed copy of the portrait.

To get the word out, the brand will purchase Promoted Tweets as well as search ads on Google. iCrossing handled the media buy.

Though the effort extends Coke Zero's three-year-old "Enjoy Everything" initiative targeting men, women can participate in the Mother's Day promotion as well.

"If they forget Mother's Day, it's an opportunity to make good on that," Keith said.

So it's not exactly flowers and brunch at the country club, but at least it's something—and extremely original.